I think it's clear that a norm of using the Cocoa API is implied here:

> Adobe has been painfully slow to adopt enhancements to Apple’s platforms. For example, although Mac OS X has been shipping for almost 10 years now, Adobe just adopted it fully (Cocoa) two weeks ago

I was thinking specifically of the Cocoa norm -- which iTunes apparently does not meet -- I should have made that more clear.

How much more open is H.264 than SWF and FLV, anyway?

> Adobe’s Flash products are 100% proprietary. They are only available from Adobe

Assuming Jobs is not declaring an obvious tautology, he is omitting FOSS efforts such as Gnash and Swfdec.